this way , a culture of connectedness , self-improvement and friendly competition can be woven into the fabric of a club . Monitoring shouldn ’ t be limited to select classes at the facility and ideally not to the confines of the gym walls either . For maximum engagement , it should be built into the membership sign-up process and included as a standard part of a client ’ s visit to the gym . A facility can then get creative about how they use the system to maximise motivation and member interaction . The options are almost endless , but some ideas include : electronic display boards in public areas of the facility ; seasonal challenges ; spot prizes ; inter-club competitions ; regular progress reviews built into membership ; and public recognition for clients through the club ’ s social media , e-newsletter and bulletin board .
Build community , build accountability , build business
Community is the future of fitness , you just have to look around to see that . From the fastest growing boutique fitness offerings such as CrossFit , F45 and various spin and yoga boxes , to the larger chains , franchise and independent clubs ’ recent push to implement more group training offerings – the key to the success of today ’ s programs is their ability to bring people together in a social environment so that they become motivators and supporters for each other and create a positive culture that supports self-improvement and , often , friendly competition . Not all modes of fitness lend themselves naturally to being ‘ social ’ but this doesn ’ t mean that the underlying principles of community can ’ t be applied to achieve social accountability and other benefits .
Take a one-on-one personal training business , for example . At first glance , it may seem like there are limited opportunities to build a community and have clients interact , but look again . You could hold a free group training session each week , set challenges all clients can opt into or use a closed Facebook page to report results and encourage chatter and idea-sharing between clients , hold regular social events and give everyone a branded team t-shirt .
The value of offering platforms and opportunities for members to interact with each other reaches beyond the motivational benefits for clients and straight to the bottom line of the club . In a 2015 study , Paul Bedford looked at one million fitness club members and found what he called the ‘ Interaction Effect ’. This related to fitness staff talking to members , but can also , just as importantly , relate to members interacting with each other . Those in the study who experienced one interaction during a gym visit were 20 per cent more likely to visit again the following month , compared to those with no interaction . Those who had four or more interactions were 80 per cent more likely to attend again . This was found to then increase the lifetime value of members . Members stay , on average , up to seven months longer if they visit a facility twice a week compared to only once . Those visiting two to three times per week stay up to 19 months longer .
Beyond the facility walls
If community and social accountability are to truly benefit your clients and your business , the tools you use to cultivate them must extend beyond the bounds of the facility . To not do so is to go against the fundamental nature of the communal , connected environment you ’ re trying to create . No matter how you do it – through an online portal , social media , extended monitoring through wearables , group emails , your own app or an army of drones – you must support and nuture your community and keep clients accountable and communicating once they walk out the door .
5 tips for building community
Private group forums inside Facebook , or even on your own club website , are a powerful form of interaction beyond the training session or club . Research shows that interaction , engagement and friendly competition are key elements of building a strong community and having all members feel included .
Here are some ideas to get started :
1 . Create a private Facebook group for your members
Email out the link to Facebook ' s group , so that members can join , get your reception staff to remind members to join , and have the URL displayed on posters around the club .
2 . Trainers and classes broadcast live
You can make use of the new live streaming technology to broadcast tips from your personal trainers , or a live class or quick exercise session directly to your private group for added value .
3 . Create your own inspiring visual quotes
Using free design services like Canva , or a professional designer , you can set your club apart and build your brand recognition by creating your own memes . Be sure to keep the quotes inspiring for all fitness levels , and not just about six packs and ‘ go hard ’ type messaging . Including body acceptance , and using pictures of all body types working out , is a key body-positive message that will go a long way to encouraging all members to feel accepted and included .
4 . Encourage all staff to talk to a new person each day
Get all your staff involved . Teach your staff to ask great questions …
• Are you training for anything specific ?
• Would you like some help with that exercise ?
• I ’ ve seen you around here often . That ’ s awesome . What keeps you coming back ?
• Why do you train ? ( Helping to remind clients of their ‘ why ’ is a really important motivation tool – read Simon Sinek ’ s Start with Why for more on this ).
5 . Ask your club members if they have expertise to share
Remember that many of your club members are experts in their fields . Some might be nutritionists , coaches , yoga-teachers , meditation enthusiasts , or some other complementary health expert . Create a space and encourage your expert members to share their knowledge , either online or in the club in a community event and watch your engagement soar . An Expert Member Community night will help to add value to your members at virtually no cost , and build community and social interaction . By mindset coach Kylie Ryan , mymindcoach . com . au
Michael Jordan , BA Bus is the owner of a successful Queensland-based club , as well as being one of the Australasian directors for MYZONE and CFM and a board member of Fitness Australia . He has consulted with over 500 clubs in Australia , New Zealand , the UK , US and Canada . myzone . org and aus . cfm . net
28 | NETWORK SPRING 2016